广告互动传播效果研究

发布时间：2018-06-24 19:25

本文选题：互动 + 广告互动　；参考：《湖南大学》2013年硕士论文

【摘要】：近年来，网络、数字等传播新技术风起云涌，，消费者个性化、主动化新需要日益突显，这必然对广告传播理论与实务产生前所未有的革命性影响。传统广告单向式、强迫式的传播难以突破信息泛滥造成的消费者信息屏障。互动传播是伴随着新技术、新需要而发展起来的广告传播新方式。本文以广告互动传播效果为研究内容，阐述了广告互动传播的生效机制，调查并分析了互动对广告传播心理效果和行为效果的影响情况，提出了提升广告互动传播效果的策略。本文认为广告互动传播的核心是主动参与，受众参与成为了互动广告运动的重要组成部分。广告互动传播具有受众主动性、互动即时性、过程可控性、互动媒介多元化的四个特征，主要通过人与机器、人与内容、人与人互动三种形式来实现。其生效原理可归纳为：借助互动强化广告对受传者的作用力，而受传者体验的提升能增进广告传播效果。其生效过程包括接触、强化、深化三个阶段；消费者参与互动的心理动因是由于互动可以满足其关联感和在场感需求，而通过设置互动情景和奖励条件可以刺激消费者互动行为。通过定性与定量结合，理论研究与问卷调查综合分析发现：互动作用在消费者身上影响了广告传播的心理效果和行为效果。心理层级效果体现在一定程度上能唤起注意、产生兴趣、引发共鸣、得到满足。行为层级效果体现在能吸引互动参与、主动搜索、促成购买、信息分享；本文认为转变广告传播模式、降低广告互动传播的障碍、强化广告互动传播的整合效果是提升广告互动传播效果的三条主要策略。其中，改变广告传播的模式包括转变受传者接受和处理广告信息的模式以及传播者策划和传播广告信息的模式。降低广告互动传播的障碍需要从沟通、表现、接受三方面突破技术门槛，从感官、情感、文化三方面跨越卷入度门槛。强化广告互动传播的整合效果可从三方联动以整体发力、沉浸助力以优化设计、选择资源以合理配置、渠道融合以强化作用四个层面来实现。
[Abstract]:In recent years, the network, digital and other new communication technology surging, consumers personalized, active new needs are increasingly prominent, which will inevitably have an unprecedented revolutionary impact on advertising communication theory and practice. It is difficult to break through the consumer information barrier caused by the spread of information. Interactive communication is a new way of advertising communication with new technology and new needs. Taking the effect of advertising communication as the research content, this paper expounds the effective mechanism of advertising interactive communication, investigates and analyzes the influence of interaction on the psychological and behavioral effects of advertising communication, and puts forward some strategies to improve the effect of advertising interactive communication. This paper argues that the core of advertising interactive communication is active participation, and audience participation has become an important part of interactive advertising movement. Advertising interactive communication has four characteristics of audience initiative, interactive immediacy, process controllability and interactive media diversification, mainly through the three forms of human-machine, human-content, human-human interaction. The effective principle can be summarized as follows: the interaction strengthens the force of advertisement to the transferee, and the promotion of the experience of the transferee can enhance the effect of advertising communication. The effective process includes three stages: contact, intensification and deepening. The psychological motivation of consumer participation in interaction is that interaction can satisfy the needs of their sense of relevance and sense of presence. By setting up interactive situations and incentives, consumers can be stimulated to interact with each other. Through the combination of qualitative and quantitative analysis, theoretical research and comprehensive analysis of the questionnaire found that interaction affects the psychological and behavioral effects of advertising communication on consumers. Psychological level effect can arouse attention, interest, resonance and satisfaction to some extent. The effect of behavioral hierarchy is that it can attract interactive participation, actively search, promote purchase, information sharing; this paper believes that the change of advertising communication mode, reduce the barriers to interactive advertising, Strengthening the integrated effect of advertising interactive communication is the three main strategies to improve the effect of advertising interactive communication. Among them, changing the mode of advertising communication includes changing the mode of receiving and processing advertising information and the mode of planning and spreading advertising information. In order to reduce the obstacles of advertising interactive communication, expression and acceptance should break through the threshold of technology, and cross the threshold of involvement in three aspects: sensual, emotional and cultural. To strengthen the integration effect of advertising interactive communication can be realized from four aspects: tripartite linkage to the whole, immersion to optimization design, selection of resources to rational allocation, and channel integration to enhance the function.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;G206

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